When Guava Island, the resulting music-driven hour-long film shot largely in secret in Havana, has its premiere Thursday night on the Coachella campgrounds on the eve of the valley’s annual Music and Arts Festival, it will be many things: public unveiling, artist’s statement, and teaser for Glover’s headlining slot the next night. But it will also be the latest shot in the content wars, in which burgeoning platforms work to distinguish themselves from one another by curating cultural stunts designed to create their own Lemonade-sized, days-long moment. Thanks to the deals Glover and New Regency made with Amazon, the movie will go wide on Amazon Prime for free for 18 hours beginning at 12:01 A.M. P.T. on Saturday. It will also stream on Amazon’s Twitch platform, once at 5 P.M. P.T. on Saturday, while simulcast on Coachella’s YouTube Channel.
What a cool way to build a buzzy moment in the era of streaming.
Alas, I’m going to be out of town this weekend, so I don’t know that I will be able to watch it before it goes off Prime.